Mumbai’s very own newspaper Mid-Day has a very loyal reader base across the city. Keeping the Sunday readers in mind, Mid-Day recently revamped the content of its Sunday edition.
"Sunday mid-day is traditionally known for its curated ideas and quality of writing. The thrust is on leisure reading and hand-picked feature articles spanning everything from pop- and sub-culture, to food and drink, health, heritage revival, fashion and technology, sport, the arts and entertainment. News is of course, our mainstay, and we don't compromise there. So, if this was the only paper you read on Sundays, you still wouldn't miss a thing," says Tinaz Nooshian, editor-in-chief, Mid-day Infomedia Ltd.
Scarecrow M&C Saatchi articulated this positioning by coming up with the tagline ‘70% Features. 30% News. 100% Mumbai.’
To communicate this offering, Scarecrow M&C Saatchi conducted a research on the readers and found out that every Mumbaikar has his/her own idea of spending a Sunday. From the research Scarecrow M&C Saatchi derived an insight that Mumbai being a busy city, it makes everyone spend the whole week in anticipation of their ideal Sunday and Sunday Mid-Day can be an enabler in fulfilling their Sunday experience.
The campaign kicked off with a series of 10 long-body copy full-page print ads. And each ad captures the anticipation of various archetypes, be it a foodie, a musician, a bookworm or a fashionista, etc.
Kapil Tammal, Executive Creative-Director & Creative Head, Scarecrow M&C Saatchi, adds, “We’ve tried to capture the essence of the city through various strategically appointed archetypes. These archetypes are very distinguished from one other yet together they signify the spirit of Mumbai. The idea is to showcase the values and culture of Mid-Day that coincides with every Mumbaikar’s routine and expectation and let them know that there is a Sunday here for everyone.”
To give this campaign a long-term life, Scarecrow M&C Saatchi penned down a beautiful song composed in a laid-back country genre by Rupert Fernandes who is also known for his ‘You and I in this beautiful world’ tune for Vodafone/Hutch/Orange and sung by the famed Neuman Pinto.
Stills and the music video have been shot by Niranjan Dandekar, who also captures stories for Humans of Bombay along with Kabir Kamat Omkar Kotwal, Siddhesh Kurpane and Omkar Gosavi.
The thought of this anticipation got further reinforced when various celebrities like Saif Ali Khan, Malaika Arora, Ayushmann Khurrana posted their version of Sunday under the hashtag #IWillWaitForSunday. The campaign also has been expanded into OOH and digital mediums.
Manish Bhatt, Founder Director, Scarecrow M&C Saatchi, says, “In an era where everyone says long copy is dead, how about selling the newspaper content adorned with beautiful English paragraphs. And icing on the cake is that we got to write the classic long body copy ads for it. It is indeed a great opportunity to revive the classic in the most adverse time. We would like to thank Sunday Mid-Day team for that.”
Agency: Scarecrow M&C Saatchi
Client: Sunday Mid-Day
Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Kunal Parkar, Sakhi Shah, Lalit Sakurkar, Kshitij Bhatt, Hrishikesh Bhayani, Sanjay Thomas, Rohit Khedkar, Antara Shinde, Yamini Gujaran
Account Management Team:Mangesh Mulajkar, Saras Bajaj
Print Production: Subhash Gade, Mangesh Kasekar, Vikram Dalvi, Sandesh Rane
Music Composer: Rupert Fernandes
Singer: Neuman Pinto
Sound Engineer: Bosco Fernandes
Still & Music Video Production Team:
Photographer: Niranjan Dandekar
Photographer: Kabir Kamat
Director: Rohit Khedkar
Videographer: Omkar Kotwal
Videographer: Siddhesh Kurpane
Production Coordinator: Omkar Gosavi
Model/Styling: Nikita Sahay, Tohab Talent
Concert Video Courtesy: MH43 India
Post Production, Online, Grading: Mothership Production
Line Producer: Nikunj Jain,
Editor: Kuldeep Chaudhary
Editor: Rajesh Pandey
Animator: Mahendran Thevar
Client Team: Tinaz Nooshian, Varsha Ojha, Priti Talwar, Veronica Jose, Priyanka Gupta, Mansi Panchamia, Karishma Kakar, Prachi Rajapkar, Mitali Jathar